MSHDA
Elevating awareness for statewide housing authority
Positioning MSHDA as the leading housing authority through strategic partnership in media relations, messaging, organic social strategy, and content development.
Highlights
Interviews and story placements around the state included the Detroit Free Press, Lansing State Journal, WWMT-TV in Kalamazoo, Grand Rapids Business Journal, and the Midland Daily News.
In 2021, Airfoil’s media relations efforts landed MSHDA 121 media placements, with increased coverage in key regions of the state, including areas that were traditionally difficult to penetrate.
Airfoil’s social media strategy and development work improved content quality and increased posts by 78-percent, which led to millions of impressions.
A strategic partner
The Michigan State Housing Development Authority (MSHDA) provides financial assistance to help the people of Michigan access affordable housing, drive community economic development, and address homelessness.
Airfoil has served as a strategic partner to MSHDA for several years, supporting the organization’s internal communications team with counsel, messaging, content development, and crisis support. Through media relations and organic social content, Airfoil has positioned MSDHA as Michigan’s leading housing authority.
Spanning our multi-year relationship, Airfoil has strengthened relationships, diversified services, and increased every major KPI, including the number of media placements, earned media impressions, social media impressions, and channel growth.
Providing strategic counsel
Airfoil is a trusted strategic counsel and partner for MSHDA. We’ve developed and facilitated an integrated media approach to craft overall messaging, elevate media engagements, and help roll out crucial housing programs across the entire state of Michigan.
Growth in media relations
Airfoil’s Media Relations team works with local media outlets across Michigan in order to reach MSHDA’s ideal audience. Spread across online, print, and broadcast outlets, our team lands more than 100 media placements each year, across key regions. Airfoil’s ability to adapt and act quickly in a constantly evolving news landscape has elevated MSHDA’s position as the leading housing authority in the state.
Powering social media
Airfoil develops and designs social media content and assets across MSHDA’s social channels, including Facebook, Twitter, and LinkedIn. Year over year, Airfoil has not only increased content cadence, our work has improved the quality of content. MSHDA’s social posts have been shared by Governor Whitmer, Michigan.gov, The Michigan Supreme Court, various senators and reporters, and the Michigan Department of Health and Human Services.
Developing content that matters
Airfoil’s content development team supplies MSHDA with a suite of original content. This includes press releases, key messages for the organization and for specific campaigns, contributed content in media outlets, and briefing books for spokespeople.
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